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David Brown

By the Numbers: Sliding Prices

David Brown warns of falling average sale prices in U.S. jewelry stores.




By the Numbers: Sliding Prices

THE AVERAGE SALE at your typical U.S. jeweler seems to be locked in terminal decline, falling from $214 in April 2008 to a new low of $143 as of February this year. What’s most alarming about this drop in the 12-month rolling average is that it shows no real sign of reversing. And with January and February being significantly below the long-term average, it may be poised to drop further. What’s driving this precipitous fall? Our suspicion is that it is because jewelers stopped buying higher priced goods, and sales associates stopped showing them, apparently because they were convinced shoppers didn’t have the money to buy them.

If your average sale is sinking, you face a very difficult job in improving your overall sales — the increase in volume would need to be huge. A much better way is to focus on improving average value. Here are five steps to do that:

  1. Buy Up: Aim to bring in goods that will retail 30 percent higher than current inventory.
  2.  Mark Up: Increase your markups.
  3. Round Up: Hike those unusual prices like $172.50 to the nearest standard price, like $179.
  4. Sell Up: Show customers your best goods in any category first.
  5. Shut Up: Rein in those discounts.

This story is from the May 2010 edition of INSTORE.

David Brown is the President of The Edge Retail Academy (sister company of The Edge), who provide expert consulting services to help with all facets of your business including inventory management, staffing, sales techniques, financial growth and retirement planning...All custom-tailored to your store’s needs. By utilizing the power of The Edge, we analyze major Key Performance Indicators that point to your store’s current challenges and future opportunities. Edge Pulse is the ideal add-on to the Edge, to better understand critical sales and inventory data to improve business profitability. It benchmarks your store against 1100+ other Edge Users and ensures you stay on top of market trends. 877-569-8657, Ext. 001 or [email protected] or



Want More “Me” Time? Wilkerson Will Get You There!

It was time. Teri Allen and her brother, Nick Pavlich, Jr., had been at the helm of Dearborn Jewelers of Plymouth in Plymouth, Mich., for decades. Their father, Nick Pavlich, Sr., had founded the store in 1950, but after so many wonderful years helping families around Michigan celebrate their most important moments, it was time to get some “moments” of their own. Teri says Wilkerson was the logical choice to run their retirement sale. “They’re the only company that specializes in closing jewelry stores,” she says. During the sale, Teri says a highlight was seeing so many generations of customers who wanted to buy “that one last piece of jewelry from us.” Would she recommend Wilkerson? Absolutely. “There is no way that I would have been able to do this by myself.”

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